When you reach out to donors in different ways, so they can support you as they choose, you raise more money.

That’s how I’d paraphrase the results of a new study by Convio and CARE that shows, and I quote: “Dual channel donors (those who give both offline and online) are the most valuable to nonprofit organizations.”

When you make giving convenient in all ways, and are consistent in your message, people respond. There are no “online” donors or “offline” donors, there are just human beings. And they switch among means of support just as you switch among means of shopping or banking, online and off. Organize your fundraising around the donor and when they feel like giving— instead of the channel—and the results will speak for themselves.